Yellow Pages Group, Transcontinental Media Team on Guides

Yellow Pages Group, Canada's largest directory publisher, and Transcontinental Media, the largest publisher of consumer magazines in Canada, partnered to publish new guides that will have both editorial and directory advertising sections, the companies said yesterday.

The first guides will target home improvement consumers and use Transcontinental's Decormag and Style at Home brands with the Yellow Pages brand. The annual home improvement guides are scheduled for distribution in early 2006, targeting 150,000 homeowners in the Montreal market and 200,000 in Toronto.

Designed using the look and feel of Decormag and Style at Home and co-branded with Yellow Pages, the guides will go to the magazines' subscribers and other targeted homeowners and also will be distributed at trade shows. The guides will be complemented by a Web site, where advertisers will have visibility as part of the bundled package offered through the printed guides.

As part of this partnership, SNAP Guides Inc., a subsidiary of Yellow Pages Group, will market directory advertising for the guides. Transcontinental will be responsible for content creation and will sell advertising for the magazine portion of the guides.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters